Is music the secret to brand recognition?

Music is no longer just for leisure, it is now a fundamental piece in your brand armour and content strategy.

Content marketing – It used to be all about powerful user generated content was such as reviews, comments, stories.  Then we wanted photos to support the review/comment/story.  After this videos became the content must-have…. and now video is viewed as standard issue.    So whats next ……  how about music?   Is it really content and can it really help your brand become more recognisable? These statistics say YES ….

“Brands with music that fit their identity are 96% more likely to be recalled than those with non-fit music or no music at all” Dr. Adrian North – Gallup Organisation

“Respondents are 24% more likely to buy a product with music that they recall, like and understand” Dr. David Hargreaves – Journal of marketing

That’s not all,  music is also awesome traffic generating content with more then 50% of all activity on social networks revolving around music, according to Sounds like Branding.

According to Spotify their users are more socially engaged compared to the general population as this graphic below shows. Thus making it an optimum platform for generating a buzz around your brand, lots of social news and traffic back to your website. Topped off with better brand recognition.

Spotify their users are more socially engaged compared to the general population

Spotify users are more socially engaged compared to the general population.

Using music as part of your brand and content strategy shouldnt be complicated.  Here are my Simplified 3 steps to making it happen

1. Identify your audience, and own a moment, an emotion, or an activity

2. Have an opinion about great music, within the context of your identity

3. Become a taste-maker, and create the conversation about music

Spotify enables brands to do all of this through their branded playlists.

Spotify have done some benchmarking to show the success of using music to improve stand out of advertising, brand awareness and relevancy.  All of which are considerably improved.  As shown in the image below

Using music in your content strategy uplifts recall, awareness and interest.

Using music in your content strategy uplifts recall, awareness and interest.

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